Managing customers in an evolving omnichannel world

Transcription

1 Managing customers in an evolving omnichannel world Prof. dr. P.C. Verhoef Report RUGCIC ISBN

2 CIC 2 Contents Management summary Page 3 Definitions: Touch Points, Multi and Omni Channel Page 11 Multi and Omni Channel created a battlefield with many victims Page 16 From Multi to Omni Channel Page 21 Omni Channel strategies and consequences Page 26 Multi Channel customer behavior Page 43 Evaluating Omni Channel strategies Page 50 Conclusions Page 55 Resume of the author Page 57 References Page 59 Customer Insights Center Page 65

3 Management summary

4 CIC 4 Customer contact used to be relatively simple

5 CIC 5 Currently the number of Touch Points is increasing Verhoef, Kannan and Inman (2015)

6 Managing this growing number of Touch Points is increasingly difficult for managers, because: 1. Customers show no static behavior, they combine and switch channels over time. CIC 6 2. Firms move from managing single objectives (i.e. sales) per channel (i.e. online versus offline, below versus above the line, tv versus adwords) to one integrated channel management. 3. Without channel integration it is more difficult to create a superior customer experience. Verhoef, Kannan and Inman (2015) 4. All of the above not only affects customer touchpoints, but also corporate brands.

7 CIC 7 What is a Touch Point, Multi and Omni Channel? Touch Point = Every point of interaction that a customer can have with a firm or a brand. Channel = A Medium through which Firms and Customers Interact. Multi Channel Management = The design, deployment and evaluation of channels through which firms and customers interact, with the goal of enhancing customer value through effective customer acquisition and retention. Omni Channel Managment = The synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized. Neslin et al. (2006); Lemon and Verhoef (2016); Verhoef, Kannan and Inman (2015)

8 CIC 8 Clearly we are moving to an Omni Channel world From Multi Channel Management to the Omni Channel integrated world around our customer. Brynjolfsson, Hu and Rahman (2013, p. 23)

9 Omni Channel strategy development requires five important steps 1. Evaluate the existing channel mix. 2. Develop options for channel mix changes. 3. Assess potential performance consequences of channel mix changes. 4. Assess consequences for current channel stakeholders. 5. Implement a new channel mix. How do I measure effectiveness in a Multi Channel environment? How do I encourage customers to use How do I organise for succesful change? channels most effectively? How do I build a business case for change? How do I know my current channel approach needs to change? What is the right combination of channels to offer each customer group? How do I build this into an integrated Multi Channel strategy? CIC 9

10 CIC 10 and six Omni Channel Management Implications 1. Constantly evaluate the channel mix and assess whether it fits with current and future customer and market developments. 2. Firms need to gain a good understanding of how customers behave across channels. 3. Evaluate whether channel additions can be valuable. This is true in many cases, but may not hold for all firms and in all markets. 4. Similarly, firms can experiment with channel elimination in order to measure potential experience and sales/profit effects. 5. Firms should develop an integrated channel strategy in which customers are offered a seamless experience across channels. Full integration may not always be required, as channels may serve different customer segments. 6. Do not evaluate outcomes per channel! But how channels contribute to customer experiences and sales/profits over all channels!!

11 Definitions

12 CIC 12 Touch Point Definition = Every point of interaction that a customer can have with a firm or a brand. Many different customer touch points can be distinguished: Brand-owned touch points (i.e. brand TV advertising, mailings, website) Partner-owned touch points (i.e. retail-partner, Google) Customer owned touch points (i.e. product usage, word-of-mouth) Social/external touch points (i.e. Tripadvisor, Facebook) Neslin et al. (2006); Lemon and Verhoef (2016)

13 Channel Definition CIC 13 = A Medium through which Firms and Customers Interact. Therefore, a channel is less broadly defined than a customer touch point. Neslin et al. (2006); Lemon and Verhoef (2016)

14 Multi Channel Management Definition CIC 14 = The design, deployment and evaluation of channels through which firms and customers interact, with the goal of enhancing customer value through effective customer acquisition and retention. Meanwhile focusing on a limited number of channels (e.g. offline, online, catalogue, telephone, et cetera). Neslin et al. (2006)

15 Omni Channel Management Definition CIC 15 = The synergetic management of the numerous available channels and customer touchpoints, in such a way that the customer experience across channels and the performance over channels is optimized. This strongly emphasizes customer experience across seamlessly integrated channels. Verhoef, Kannan and Inman (2016)

16 Multi & Omni Channel created a battlefield with many victims